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ABOUT A collective account documenting our team’s design and research process during Integrative Studio 1.
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We would like to take this opportunity to thank our professor who guided* us through this project. Farrah, your passion for design research continuously pushed us forward to discover new methods and opportunities we still had not explored. Your clear logical manner of thinking and organization was instrumental in helping us develop our final idea.
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CONTENT 4
R E E F I L L
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our team our goals
our plan our journey
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OUR TEAM 8
LYDIA DI CAPUA
Business Administrator
TAMARA ATALLAH Art Director
JAINI SHAH
Communication Designer
MAY
Furniture Designer
R E E F I L L
O U R
T E A M
OUR TEAM VALUES Our group came together at the beginning of the semester to share individual goals and lay out team goals. These three goals represent
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both individual and shared thoughts as well as team values.
OUR GOALS
ALWAYS SHARE IDEAS WITH
MEETING EVERY WEEK
THE TEAM
FINISH TASKS BEFORE THE MEETINGS RESPECT EACH OTHER LISTEN TO EACH OTHER
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O U R
T E A M
R E E F I L L’ S C H A L L E N G E 12
Reefill is a New York based startup providing a “cheap and easy alternative to bottled water” with unlimited access to tap water on-the-go. Its mission is for New Yorkers, specifically millennials, to reduce the use of one-time plastic bottles while at the same time increase the amount of tap water they consume. It currently has two business models: A free model providing tap water A subscription model providing chilled, filtered tap water at $1.99 / month. Reefill launched a pilot program in the fall of 2017 with eight stations located at cafes, fast-casual restaurants and a game store in lower Manhattan. Its plan for the next few years is to expand its presence in Manhattan to 100 more locations. Reefill’s service is complemented by an app that allows its users to find the stations on a map, track how much water they consume daily and access the paid model through a Bluetooth connection at the station. Reefill’s team believed that their main challenge dealt with customer acquisition and brand development. In order to approach Reefill’s challenge, our team embarked on a research and design journey following the principles of design thinking. To start the process, we developed a research plan, a project charter and research topics encompassing a broad array of goals.
OUR CHALLENGE
We tackled key areas of research, conducted interviews with target users and experienced and observed all eight locations. By identifying insights from both primary and secondary research, we framed our challenge as:
How might we make Reefill reliable, convenient and attractive?
Reliable
Attractive
Convenient
Trusted
Trendy
Fun
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T E A M
OUR JOURNEY [FRAMING THE CHALLENGE DIAGRAM] 14
Our research and design process proved to be quite iterative. Our team started the semester addressing one of Reefill’s main challenges, framing that problem, conducting research and developing a solution for that main challenge. However, our journey was not a straight line from start to finish. Instead, we continuously reframed our problem and questions as we discovered new challenges during each phase of the process.
EMPATHIZE
INSIGHTS
REFRAME
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RESEARCH PHASE
R E S E A R C H
P H A S E
RESEARCH PLAN 18
Learning goals
Defining and reevaluating the value proposition of the brand Protecting the environment Saving money Better quality of water Opportunity for new added value (sparkling water/ flavor water) How to acquire and reach customers - what is most ideal channel Ways in which this business can be sustainable in the long run creating a habit for the customers to use Reefill - expanding to other cities etc...
Interviews
Employees of the cafes about the frequency of use Outcome based customer interviews (water habits, needs) Users to understand what’s working and what's not. Non users to understand if they would sign up and if not why? Universities, businesses etc Shadow a user for a day to understand the process of carrying a bottle all day. Surveys: Getting feedback in terms of the presence and awareness of the brand
Litterature reviews understanding where tap water comes from what is the difference between tap water and Reefill? understanding the population’s drinking habits
Secondary research Competitive analysis Trend forecasting, what are the global and US beverage trends in 2018? Field research: understanding who the users are in order to create a complete customer journey
Observations: Visiting cafes where tha stations are located and seeing people interact with the station
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R E S E A R C H
P H A S E
PROJECT CHARTER 19 customer and brand loyalty 8 Stations
brand knowledge
NYU Funding
customer acquisition
Free Service to NYU students
increase subscribers
Sell foldable bottles
more social media engagement
Free tap water Product: Unlimited access to chilled filtered tap water Subscription based revenue model
State would allow other resources
How it works: Locate, app, enjoy, track
Filtered water is cleaner than NYC tap water More eco-friendly than using plastic cups and bottles People are willing to carry a bottle
Increase brand awareness Becomes a trending topic Generate good reviews
83% americans drink bottled water everyday People will continue to drink water Safe plastic reusable bottles (BPA free)
Increase in the frequency of users Tracking social media followers Pre/ Post customer satisfaction Environmental impact Convenience Have the resources, hence want to use it Save money Duration of the semester
Improve the brand
Research vs amount of people No branding or marketing Money Database
Reefill goes out of business Locations/ cafes shut down Health hazards with pipes and filters Cafes not open 24x7
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P H A S E
RESEARCH TOPICS Before conducting our research, our team gathered to write down every
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question we had at the time about Reefill’s ecosystem and divided those questions into six research topics. These topics complement the research plan and gave our team a certain focus for the first stage of primary and secondary research.
NYC TAP WATER
COMPETITIVE ANALYSIS POWER OF THE BRAND
CONVENIENCE
ACCESSIBILITY
VS FILTERED
WATER HABITS & CONSUMPTION
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primary research
field observations interviews
P R I M A R Y
R E S E A R C H
HOW REEFILL WORKS 24
1. Find the nearest Reefill station
3. Enjoy
2. Grab free tap or use the app for chilled & filtered
4. Track money & plastic bottles saved
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P R I M A R Y
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FIELD OBSERVATION [QUESTIONS & INSIGHTS] 26 Is the app hard to used?
Is the station accessible enough? Is it awkward to go into the stores?
What service is being use? (Free or 1.99)?
From the exterior of the shops you cannot know the machine is available unless you have the app
The stations in some store are really hard to find. There is no signage indicating its wherabouts
The filtered water was not as cold as
Reefill is limited to the shop’s opening hour which is not
expected. (problem with machine?)
24/7. This could be very frustrating for the consumer
Restaurants are providing plastic cups next to the sta-
There are more people using the station at the store
tions which clashes with “DITCH PLASTIC”
where people stay in for long time
the app download app
find location
the station find station
use station with app
the taste
fill bottle
water taste
Can we install the stations in places that stay open 24/7
How can we make the user journey more convenient?
How can we convince people to use the 1.99$ service instead of the free one?
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FIELD OBSERVATION [QUESTIONS & INSIGHTS] 28 Who is Reefill?
Do people know about Reefill? What information is provided at the stations?
How powerful is the brand language?
Hard to find stations at locations. There are no signs indicating the whereabouts of the station.
Confusion at the water station, very little information given to the user
Branding is too subtle, looks like any
There is no interaction between the customers
other dispenser
and the stations
2/16 interviewees knew about Reefill ( 2 students)
There are lots of flyers at NYU
the app download app
find location
the station find station
use station with app
fill bottle
the taste water taste
How can we make Reefill more reliable?
How can we make the consumers interact with the stations?
Does Reefill need rebranding?
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INTERVIEWS While conducting primary interviews, each team member interviewed a diverse group
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of New Yorkers or people living in New York including students, lawyers, trainers, office employees and marathon runners. We conducted different types of interviews guided by predetermined interview questions that led to natural conversations about water habits, water consumption and sustainability. We then took a look back at each interview to find trends between those interviewed to draw insights from those findings.
I pick my water based on the branding
“wow this would be great for a marathon
“why am I paying 1.99 for tap water?”
“I would only be comfortable entering stores like Nike that are very accessible”
“I like the idea but i’m not that sustainable”
“ I hate the taste of tap water”
“ I would sign up if they offered soda or hot water”
“we already have these stations at work!”
INTERVIEW INSIGHTS
many users won’t subscribe to the service because they have the same one at work for free
people noticed the station while standing in line, While seeing other people use it, When asking the waiter for water
many people used the stations to reefill their plastic bottles
The waiters don’t
people don’t under-
marathons might be
know what the
stand why they would
a potential partner-
station is
pay 1.99 if they can
ship
also have it for free
peolpe don’t trust Refill because they think they are lying about being sustainable (plastic cups)
people would pay for sparkling water or infused water but not tap water
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PRIMARY RESEARCH INSIGHTS 32
limited customer engagement at stations
people are comfortable drinking NY tap water because it is clean and safe
people subscribe to services that deliver cases of water to their doorsteps
filtered water stations are available at schools offices and gyms
NY residents are prone to engage in beverage trends: flavored sparkling water... oxygen, alkaline
reusable bottles are harder to carry than plastic bottles
people refill their plastic water bottles
people who carry reusable bottles of water also buy plastic bottles with other types of beverages
Confusion between NY tap water and Reefill filtered water
People who stay at locations use Reefill a lot
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FIELD OBSERVATION [QUESTIONS & INSIGHTS] 34 What are the different water trends?
When/how often do people drink water?
Who drinks tap water? Who refills water? Who buys water bottles?
I usually buy a bottle of water on my way to the gym
I have a water delivery service. ($8/month for 4 cases - 96 bottles total)
Definitely love sparkling water. I
It’s more convenient to buy bottled water than
drink it almost everyday.
carrying around my own bottle
i hate the taste of NYC tap water
Does not drink tap water but drinks filtered water - Brita
the app download app
find location
the station find station
use station with app
the taste
fill bottle
water taste
What are the brands that people trust? Why?
How can we make people trust Reefill
How can we make people trust tap water?
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OBSERVATION VIDEO 36
As part of our final deliverable for our studio, we observed people in New York to discover water habits, specifically focusing on people on-the-go, at work, at the gym and in school. Our intentions for this particular observation was to dig into the research topics regarding accessibility and convenience.
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Secondary Research competitor analysis
water trends
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S E C O N D A R Y
R E S E A R C H
WATER BOTTLE CONSUMPTION 40
2016 2015
HOD volume in the United States stood at 1.3 billion gallons in 2016, an uptick of 4.1 percent
PET is the most dynamic and rapidly growing packaging segment
Health-conscious consumers continue to choose bottled water over tap water
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S E C O N D A R Y
R E S E A R C H
COMPETITORS:(BOTTLED WATER) BRANDING
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HABIT
HEALTH
PRICE
(TAPWATER)
New York Entrepreneur Sells Bottled
Molecule, Water-Only Cafe, Sells Filtered NYC
City Tap Water
Tap Water In East Village Store
Entrepreneur Craig Zucker has begun bot-
Molecule, aka the Water CafĂŠ, is filtering
tling and selling New York City tap water.
New York City tap water down to its purest
After running water through a reverse-os-
form and serving it for $2.50 to thirsty
mosis system that removes chlorine and
local patrons using a custom-made device
impurities, he markets it under the name
worth more than $20,000.
Tap’d NY. A 20-ounce bottle runs $1.50, a fairly high price for bottled water.
(WATER SERVICES)
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S E C O N D A R Y
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TYPES OF FILTERS 44 HIGH COST $300- $800
MEIDUM COST $100- $200
LOW COST $20- $40
SPARKLING WATER
AMERICAN’S GROWING THIRST FOR SPARKLING WATER
La Croix sparkling water is everywhere
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S E C O N D A R Y
R E S E A R C H
KEY BEVERAGE TRENDS While conducting secondary research, our team discovered that water is be-
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coming more and more premium in the US. Moreover people in New York are very much on top of trends, specifically beverage trends. During the past few years, people have decreased the consumption of drinks with high amounts of sugar and artificial flavors, while increasing the consumption of beverages as “guilty free snacks.� This beverage trend includes drinks such as pressed juices, smoothies, waters with added benefits (electrolytes, oxygen, high PH, etc.), carbonated water with natural flavors, immune system boosting shots, matcha and coffee.
DECLINE OF CARBONATED SOFT DRINKS
SNACKIFICATION OF GUILTY FREE BEVERAGES
TOP GOOGLE SEARCHES
ANTIOXIDANT
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S E C O N D A R Y
R E S E A R C H
WHAT ARE PEOPLE SAYING ON SOCIAL MEDIA? 48
Although Reefill’s deliberate brand presence on social media was limited, our team found evidence showing that Reefill is quite misunderstood in the public eye. The eight stations have weak branding, which proves to be confusing to the customer. Most customers believe they are using a free tap water refill station rather than a Reefill station providing multiple services. Additionally, the startup has received negative feedback on social media. While some people have concerns about the sustainable aspect of the company due to the plastic cups at the stations, others believe that it is the capitalist way to monetize tap water.
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5 The next phase of our journey with Reefill began by taking our insights from the research phase and turning them into visuals that represented our findings. In this phase, we created different tools to synthesize our learnings and start to develop potential design opportunities.
SENSEMAKING
S E N S E M A K I N G
YOUR WATER JOURNEY Our journey map tracks the users’ overall water consumption experience with respect to three categories identified as: buy,
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use and after-use. Each one of the lines represent the pain points a user faces with their interaction with water - from the buying to the using and after-use process.
BUY bottle
subscribe
USE grocery
store
drinking amount
carry
taste
WASTE tap
access
recycle
re-use
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S E N S E M A K I N G
WATER HABITS & ACCESSIBILITY This visual takes a deeper dive into Reefill’s different user types and their daily water
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consumption habits in contrast to their ability to access Reefill stations during their daily
WATER HABI
routine. Through this our team identified areas and timings that Reefill could add value for their user types. These were the different users we interviewed:
06am
GARY, OFFICE EMPLOYEE
07am
DELI
09am HOME
MIGUELE, MA STUDENT
JEFF, MARATHON RUNNER SACHA, BA STUDENT
HOME
COSTCO
HOME
HOME
JAKE FREELANCER
ALLEN CITI BIKER
UNIVERSITY
C O W ORKING SPACE
BODE G A
GYM
GYM COACH
MIRNA, MOTHER
10am
GYM
ONLINE SERVICE
NO ACCESS TO REEFILL TATION S
GYM
R E E F I L L
MIRNA, MOTHER
GYM COACH
ALLEN CITI BIKER
JAKE FREELANCER
SACHA, BA STUDENT
JEFF, MARATHON RUNNER
MIGUELE, MA STUDENT
GARY, OFFICE EMPLOYEE
GYM
NO ACCESS TO REEFILL TATION S
GYM
10am
GYM
UNIVERSITY
C O W ORKING SPACE
HOME
HOME
09am HOME
BODE G A
HOME
07am
ONLINE SERVICE
COSTCO
DELI
06am
03pm
GYM
OFFICE FILTER
05pm
GYM
OFFICE FILTER
07pm
ACCESS TO REEFILL TATIONS S
HOME
GYM
RESTAURANT
UNIVERSITY
OFFICE FILTER
UNIVERSITY
OFFICE FILTER
01pm
WATER HABITS & ACCESSIBILITY
C .S
HOME
HOME
HOME
HOME
03am
NO ACCESS TO REEFILL TATION S
HOME
01pm
RESTAURANT
10pm
RESTAURANT
HOME
HOME
09pm
S E N S E M A K I N G
EMPATHY MAPS This empathy map lays out the pains and gains of bottled water drinkers
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while highlighting some of their insights that can further be tapped into, to enable a change. The second map lays out the same for tap water drinkers. We used these tools to better understand why some people prefer drinking bottled water vs tap water.
THINK & FEEL
Taste better Practical and Conveinent Safer Like the design of the bottle Not bothered about the environment Price of water
HEAR
SEE
NYC tap water is not safe and clean Flu season so need to be careful Cultural differences Friends make comments when they use a bottled water
SAY AND DO PAIN
Feels good to be part of the trend Have a filteration system at home Cannot see the pipes
Subscribe to a service Buy on the go Buy cases of water Really easy to recycle Require water when they are working out Prefer going to Costco
Awkward to enter coffee shops to get free water
GAIN
Reefill their bottles Save money Easy access Save time On the go people will benefit
Its free and everywhere Like having their own bottle on them donÕ t need to buy Reducing plastic DonÕ t end up buying water anywhere
THINK & FEEL
HEAR
SEE
NYC tap water is safe Better to have tap water than spend on bottled water
SAY AND DO PAIN
Easy to find the water fountains Can enter bodegas to get tap water
Using the bottle we like Drink less water than required to Have filtered water for free at workplaces and schools Pay for filters as its a long term investment
Water not cold enough Too expensive DonÕ t refill but buy bottles sometimes
GAIN
Reducing plastic waste Reefill will encourage them to drink more water
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S E N S E M A K I N G
REEFILL ECOSYSTEM The stakeholder map analyzes Reefill’s potential growth and expansion
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of four categories of stakeholders with four levels of impact.
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S E N S E M A K I N G
JOBS TO BE DONE A dissected analysis of Reefill’s main job to be done through
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four levels concerning functional, emotional and social aspects.
SOCIAL disruption of water habits saving plastic saving environment
EMOTIONAL support local tap water saving plastic decrease level of awkwardness
saving time convenience trustworthy source of water
MAIN JOB fill my water bottle
accessibility cold water
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I D E AT I O N
I D E A T I O N
CLASS WORKSHOP The ideation phase of our journey started with a workshop led by Pro-
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fessor Adam Brodowski. The workshop was a timed-interval sketching session tackling the challenges our team identified for Reefill. During the workshop, our team developed three questions that guided our process into two design and business ideas for Reefill.
HOW MIGHT WE?
Fun
Community
Accessibility
How might we make the water experience fun for the consumer?
How might we make Reefill an integral part of the New York City’s community (including all boroughs)?
How might we increase the location accessibility of Reefill?
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I D E A T I O N
IDEA 1: VENDING MACHINE Location specific beverage machines, inspired by the vending machines in Japan.
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Reefill’s vending machine gives access to free drinking water (hot, cold or sparkling) Wide variety of flavors (price according to the type of water necessary). It also provides the option od selecting three different types of reusable containers .We integrated this idea with our ‘how might we make Reefill a part of NYC’s community’ providing flavors specific to communities and allowing local artists to decorate the machines.
IDEA 2 : FILTRATION SYSTEM A filtration system in a building’s water supply source providing safe drinking water to the community.
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I D E A T I O N
A DEAD END OR THE START OF A NEW JOURNEY 68
During week 10 of our process, we found ourselves at a dead end. Although we developed two ideas for Reefill during our ideation process that were derived from our how might we questions, we did not discover sufficient evidence to support our ideas. Thus, we took a step back from the ideation phase to reconsider a pivot. We went back to our initial primary research and observations to reevaluate our findings and sensemaking. We discovered another direction for Reefill, one that would have a greater impact on the company’s mission and objectives.
REFRAME IDEATE
EMPATHIZE
INSIGHTS
REFRAME
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I D E A T I O N
REEFILL RULES 70
As part of our final reframing phase, we identified 11 self-imposed rules that Reefill’s current business model follows. Part of our reframing phase was to better understand why these rules exist and whether or not they are worth following for the future of Reefill.
PUBLIC ACCESSIBLE
TAP H20 IS FREE
HAVE TO USE AN APP
PAID
REEFILL PROVIDES STATION FILLERS
NOT A B2B MODEL
FILTERED COLD H20 PAID
=
SUBSCRIBTION
CONTAINER REQUIRED
NOT ALL CONTAINER SIZE COMPATIBLE
THE BROKEN RULES
PUBLIC ACCESSIBLE
Reefill believes that its stations need to be accessible to the public, which means that each station needs to be in a place where a pedestrian foot traffic is welcomed. We believe that Reefill has the potential to additionally be in a private space where only certain people can access it.
Reefill’s paying subscribers need an app to access the chilled, filtered water option. This is the only way to gain access to that button on the machines and users must hold the app to the sta-
HAVE TO USE AN APP
PAID
=
SUBSCRIBTION
tion while pressing down on the button. We believe that the current friction caused by the app limits the number of subscribers in the paid model. An alternative to the subscription model and to the app can be a pay-as-you-go model .
Similar to the rule above, the paid model is only accessible to those who are subscribed to the service. Due to the limitations of a subscription model, Reefill is excluding several possible target markets that would want access to the paid model, such as tourists
Reefill’s machines are currently located in a game store, restaurants, and cafes with strict hours of operation. This rule limits the possibility of users gaining access to the stations at “off hours.”
NOT A B2B MODEL
Reefill’s currently installs the stations at its locations without charging the store for the station. Its only revenue stream is paying subscribers. There is a missed opportunity with B2B sales as a revenue stream.
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I D E A T I O N
WATER
PAIN POINTS & OPPORTUNITIES At this point of our journey, we went back to our interviews findings 06am and07am from our research phase to take a look at aspects we had disregarded due to Reefill’s Rules. We drew key insights from two interviews that gave way GARY, OFFICE to reframing the problem for Reefill.
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EMPLOYEE
“I only use bottles at marathons because they areMIGUELE, given to us for free”
MA STUDENT
JEFF, MARATHON RUNNER
RETAW 1
ma90 EMOH
ma70
ma60 JAKE the ammount of Iwaste LEFREELANCER D generated at weddings is crazy
water bottle consumption at weddings becomes uncontrollable” EMOH
COACH OCTSOGYM C
10
HOME
“have you ever seen pictures of streets after a marathon?”
HOME
COSTCO “you should team up with NY road runners”
SACHA, BA STUDENT
ALLEN “ after hours, CITI BIKER
EMOH
DELI
09am
HOME
HOME
UNIVER
06am
“couples ask for customized plastic bottles for Etheir CIFFweddings” OGARY, ,YRAGOFFICE
C O W ORKING DEL SPACE
EEYO EMPLOYEE LPME
BODE G A ,ELEMIGUELE, UGIM MIGUELE, OWNER WEDDING TNEDUMA TVENUES S ASTUDENT M
,FFEJ JEFF, NOHTMARATHON ARAM RERUNNER NNUR
GYM
GYM COS
INSIGHT MANY TAP WATER DRINKERS ALLOW THEMSELVES TO DRINK BOTTLED WATER IN SPECIFIC SITUATIONS BECAUSE THEY THINK IT’S A ONE TIME EVENT. HOWEVER, THESE EVENTS HAPPEN MANY TIMES ON A DAILY BASIS AND GENERATE MILLIONS OF WASTE YEARLY.
R E E F I L L
I D E A T I O N
THE PROBLEM AT SCALE 74
Focusing on four different types of events, we found that the use of one time plastic bottles at events is merely unavoidable. Nevertheless, the waste created during these one-time events or short term events happen quite often in the city that never sleeps.
WEDDINGS 214 /day 77.777/year
307M
GUESTS 136/wedding
21M
bottles
bottles
58K
272
bottles
bottles
2
bottles PER DAY
1GUEST
136 GUESTS
PER YEAR
29K GUESTS
110 COLLEGES 2600 SCHOOLS 2710 GRADUATIONS
bottles bottles bottles
1
bottles
bottle PER CEREMONY
1STUDENT
PER YEAR
USA
As such, the plastic waste problem is greater than expected, but people who organize these events do not necessarily understand the depth of the issue, because for them, it is a one-time event.
bottles bottles bottles bottles bottle PER DAY
PER YEAR
bottles bottles
bottles bottle PER MARATHON
PER YEAR
R E E F I L L
I D E A T I O N
CASE STUDY 1: NYC FILM GREEN NYC Film Green is the first sustainability program for the film and television industry in the United States administered by a government agency. It is a voluntary program
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that enables productions engaging in environmentally-conscious practices to apply for and receive recognition for their efforts.
PARTNERSHIP WITH PGA GREEN
provide production with necessary resources to track sustainable production practices in key categories.
recognize their efforts in reducing their impact on the environment.
1
2
3
4
5
6
7
PEAR Carbon Calculator
PEACH Best Practices Checklist
PLUM Production Lumber Worksheet
Infographics Location Office and Stage
DONATIONS Food and Materials
eMeMO Templates & Tips
Flyers & signs samples
THE 3 STAGES OF THE NYC FILM GREEN PROGRAM
PREP (mesuring & setting departmental goals)
PRODUCTION implementation
WRAP attesting accuracy of submitted material
R E E F I L L
I D E A T I O N
CASE STUDY 2: REPEAT ROSES 78
WHO IS REPEAT ROSES? An NGO that collects and removes all floral and organic decorative arrangements at the end of events. They transport everything to their staging facilities where they rearrange the large displays into micro, bed-sized bouquets. Finally they deliver them to multiple local non-profits.
SERVICE FEE The Repeat Roses fee covers coordination and execution of service from collection through composting
TAX INCENTIVES Donations to non profit organizations are tax deductible Donations cover both the costs of the flowers and haulage to get them to and from the non profits
ACKNOWLEDGMENT Repeat roses ensures the matched facility send them an acknowledgment letter providing details of their donation They receive news and pictures of their flowers’ recipients and social media postings
R E E F I L L
I D E A T I O N
HOW CAN REEFILL TAP INTO THIS PROBELM? 80 I like carrying a small light bottle with me when I’m running
while running, we end up throwing the bottles anywhere on the ground, and don’t try to find dust bins
“couples are reducing their guest lists to spend more money and effort on customization”
“some movie sets don’t allow plastic bottles I wish they gave us bottles”
“many couples ask for an alternative to bottled water because they hate seeing them in their pictures”
I hate carrying bottles in marathons
Reefill has the potential to change its business model to service events that create great plastic waste. As a sustainable business, it can offer beverage stations with unlimited access to safe drinking water. Additionally, it has the potential to tap into the customization market for those who seek to have their events branded.
R E E F I L L
I D E A T I O N
REEFILL AS A WATER SERVICE 82
PARTNERSHIPS CUSTOMER SEGMENT
NYC film green NYC Marathons NYC mayor/ government Event planning companies Weddings Schools and colleges
PROTOTYPES
Construction sites Movie shoots Event planners weddings birthday parties marathons concerts graduation company events bootcamps
Website with options of different categories: Prices Customizable services Past events Steps
REEFILL:
A SUSTAINABLE WATER ACCESSIBILITY SERVICE FOR EVENTS
TAX INCENTIVES SERVICES VALUE ADDED TO EVENTS Customization of the service depending on the event. Reducing plastic bottle waste Will be known as a green event
Catered to the different events
Movable vehicles - different sizes Carts Stations Trucks Kiosks Vending machines
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I D E A T I O N
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Reefill: a sustainable water accessibility service that enables organizers to host environmentally friendly events and receive recognition for their efforts.
R E E F I L L
EVENTS
graduation
producers
parties
festivals
weddings
WORKPLACE
sports events
maratons
sports events
photoshoots
movie sets
construction sites
I D E A T I O N
OUR TARGET
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wedding planners event planners
WORKPLACE
PARTNERSHIP
EVENTS
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I D E A T I O N
BENEFITS &TAX INCENTIVES The tax benefits, when combined with cost savings, competitive advantage and the
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prestige of a green labe can hekp make sustaibability more financially feasible.
Devoting time, resources to: Reduce plastic waste
Restrict or clean up emissions Decrease energy consumption Increase recycling
Shift to alternative energy sources (wind, solar, biofuel)
Competitive Advantage Brand Recognition Cost Saving
Increased Partnersship
New York State provides a 30% refundable tax credit, and New
York City provides a 5% refund-
able tax credit on production costs for quality feature films, episodic television, pilots, and television movies.
The event must attain a certain
number of credits to be ResSport Certified.
Reducing 60% of waste
Organizing mass transportation for the event
Using recycled and recyclable materials for race documents
Offering booth space to NGOs
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REFFILL MARK OF RECOGNITION As an additional incentive to contract Reefill for events, Reefill will provide a certifica-
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tion that recognizes your sustainability efforts. This certification will be a distinguished green trait of the company as well as the industry. Thank you for celebrating green!
THANK YOU FOR CELEBRATING GREEN!
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I D E A T I O N
VALUE PROPOSITION 92
GAIN CREATORS PRODUCTS & SERVICES
Reducing plastic waste at large consumption/ scale events Sustainability lowers cost Eco-friendly alternative
Customizable service providing sustainable solutions to events and workplaces Easy access to water Cutting down the process of getting water
Platform
PAIN RELIEVERS
Frictionless interface design for users
Customized Station Access to safe municipal water Sustainable brand recognition
GAINS
Tax incentives for offering a sustainable services
JOBS TO BE DONE Projecting the CSR Provide ease of water distibution to people at large scale events
PAINS Customization can go wrong Recycling/ Reducing can be time consuming Hire people to assist at stations
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I D E A T I O N
BUSINESS MODEL CANVAS 94
KEY PARTNERS Government MayorÕs o ffice of media and entertainment commissioner NGOs NY water Manufacturing Bottle companies Biodegradable cups companies
KEY ACTIVITES Installation Maintenance Manufacture
KEY RESOURCES Website Water system/source Movable Filtration Machine Movable station Truck Delivering
Providing safe drinking water An alternative to plastic bottles Reducing plastic for large scale events Reducing cost for organizers and events
CUSTOMER RELATIONSHIPS
CUSTOMER SEGMENTS
Customer service Websites People who serve water on site
Movie sets Movie producers Advertising companies Wedding venues Marathon organizers Pop up events Parties Construction sites Maintenance Birthday Parties Concerts Company events
CHANNELS Website Social Media: Instagram Facebook ads NYC film green
REVENUE STREAMS
COST STRUCTURE Maintenance Employees Fuel
VALUE PROPOSITION
Filters Design Team Web developer
Rental service Membership with organizers Sponsorship
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STORYBOARD [WEDDING] 96
BOOK YOUR CUSTOMIZED WATER SERVICE
Reefill x organizer
SUSTAINABILITY REWARD
SUSTAINABILITY REWARD
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I D E A T I O N
STORYBOARD [ MARATHON] 98
NYC Marathon 2013: race organizers distributed a total of
237,200
free plastic water bottles
2,300,000 paper cups
BOOK YOUR CUSTOMIZED WATER SERVICE
partnership membership contract
SUSTAINABILITY REWARD
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I D E A T I O N
STORYBOARD [MOVIE SET] 1 0 0
resources to help businesses plan, communicate, and implement sustainable production practices.
Reefill x NYC FG
BOOK YOUR CUSTOMIZED WATER SERVICE
NYC Film Green mark of distinction
BACK TO TAP
to place in end credits and
Can be mentioned in any marketing and promotional materials connected to the production.
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I D E A T I O N
1 0 2
STORYBOARD [CONSTRUCTION SITE]
BOOK YOUR CUSTOMIZED WATER SERVICE
Reefill x organizer
SUSTAINABILITY REWARD
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I D E A T I O N
CUSTOMIZATION 1 0 4
Reefill has the potential to change its business model to service events that create great plastic waste. As a sustainable business, it can offer beverage stations with unlimited access to safe drinking water. Additionally, it has the potential to tap into the customization market for those who seek to have their events branded.
The images placed on this page are simulations of how these bottles could be distributed to guests at a wedding.
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REEFILL & FRIENDS
As an integral part of the new business model,
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Reefill has the potential to partner up with sustainable bottle companies such as S’well. This not only brings together the sustainability mission of several companies together, but also serves as a great souvenir for any event.
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I D E A T I O N
CUSTOMIZATION 1 0 8
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P R OTOT Y P E
P R O T O T Y P E
SKETCHING THE PROTOTYPE 1 1 2
P R O T O T Y P E
WEBSITE 1 1 4
The website serves as Reefill’s portal. Event organizers and hosts can enter the website to see who Reefill is, what services it provides and see examples of previous events. Through the website, they can book their event and choose to customize their service.
book delivery
customize
get recognition
tax incentives
P R O T O T Y P E
WEBSITE [ABOUT] 1 1 6
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P R O T O T Y P E
OUR SERVICES 1 1 8
P R O T O T Y P E
WEBSITE [BOOK] 1 2 0
P R O T O T Y P E
WEBSITE [BENEFITS] 1 2 2
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P R O T O T Y P E
WEBSITE [CONTACT US] 1 2 4
P R O T O T Y P E
EXPERT INTERVIEW 1 2 6
In order to get feedback on our prototype, we scheduled an interview with an expert in event planning at The New School in New York. The purpose of the interview was to get an understanding of how current events at the school solve the problem of serving water without using plastic bottles.
I like carrying a small light bottle with me when I’m running
“If people already have one at home then they shouldn’t be getting a new one. The truth is its reusable bottle but if you are not reusing it, its more waste.”
“Maybe introduce the third option: Reefill provides glasses or bottles at events, guests use them and return them at the end of the events. Maybe create a check out system.”
The main problem is not source of water. Most of the event is happening in campus will have water fountain close by.”
“The challenge at New School is that there are so many department and hundreds events every year but there is no storage space for reusable supplies. And there is definitely more labor required if they commit to reusable supplies.”
M A R K E TING
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marketing behind the scenes Reefill graduates
M A R K E T I N G
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BEHIND THE SCENES WITH REEFILL Reefill’s presence at sets has the potential to additionally turn into a marketing campaign. Reefill in the future can use their connections with producers to film behind the scenes videos on set. The movie production would benefit from having their efforts acknowledged on social media. In the future, Reefill can be a key asset of the entertainment industry and has the capacity to be recognized at fundamental industry events, such as The Oscars.
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M A R K E T I N G
REEFILL GRADUATION MESSAGES 1 3 2
Remember the last week of school every year when you scrambled to get every friend to sign your year book? Let Reefill bring back those wonderful memories through a marketing campaign geared towards graduations. As part of the customization service offered through the premium model, Reefill has the potential to provide reusable bottles at graduations with school branding and the possibility for your classmates to sign the bottle.
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What if we added a check out service where events can rent out glass cups and return them after the event. Is there opportunity to expand in other places? Is there opportunity to acquire more business partners? How can these events help people become more environmentally conscious? How difficult will it be to install the stations at these events and gaiing access to public water? Is there a way to make these stations wireless
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